Yale study finds beverage industry targets minority children, teens

A new report from Yale University found that beverage companies are targeting children, particularly black and Hispanic youths, in their sales campaigns for sodas, fruit, energy and sports drinks.

A report released today from Yale’s Rudd Center for Food Policy and Obesity said that children and teens were exposed to double the amount of television ads for full-calorie and sugary beverages from 2008 to 2010. The study also reported that black children and teens saw 80- to 90 percent more ads compared with whites, including more than twice as many ads for Sprite, Mountain Dew, 5-hour Energy, and Vitamin Water. Hispanic children saw 49 percent more ads for sugary drinks and energy drinks, with Hispanic preschoolers seeing more ads for Coca-Cola Classic, Kool-Aid, 7 Up and Sunny Delight than their older counterparts.

“There is no doubt that children and teens need protection from the masterful and ubiquitous marketing by companies of products known to increase risk for obesity and diabetes,” Kelly Brownell, co-author of the report wrote in an article for The Atlantic. “Industry’s promise to behave better seems empty when the evidence shows they are exposing children even more to messages promoting high-sugar drinks.”

A new report from Yale University found that beverage companies are targeting children, particularly black and Hispanic youths, in their sales campaigns for sodas, fruit, energy and sports drinks.

A report released today from Yale’s Rudd Center for Food Policy and Obesity said that children and teens were exposed to double the amount of television ads for full-calorie and sugary beverages from 2008 to 2010. The study also reported that black children and teens saw 80- to 90 percent more ads compared with whites, including more than twice as many ads for Sprite, Mountain Dew, 5-hour Energy, and Vitamin Water. Hispanic children saw 49 percent more ads for sugary drinks and energy drinks, with Hispanic preschoolers seeing more ads for Coca-Cola Classic, Kool-Aid, 7 Up and Sunny Delight than their older counterparts.

“There is no doubt that children and teens need protection from the masterful and ubiquitous marketing by companies of products known to increase risk for obesity and diabetes,” Kelly Brownell, co-author of the report wrote in an article for The Atlantic. “Industry’s promise to behave better seems empty when the evidence shows they are exposing children even more to messages promoting high-sugar drinks.”